Will Laurie Lawrence do for beef, what Sam Kekovich has done for lamb?
Ad agency BMF is hoping that Laurie Lawrence can do for beef what Sam Kekovich has done for lamb, with a new TVC designed to persuade Australians to try new recipes.
The strategic insight that BMF is addressing is that many people stick with classics like spaghetti bolognese, rather than straying out of their recipe comfot zone. The agency is hoping that swimming coach and motivator Laurence will lead the public to reassess what they can do in the kitchen.
The casting is clearly with the aim of Laurence bringing the kind of longevity to the role of brand ambassador for beef that Kekovich has done for lamb, which also falls under the Meat & Livestock Australia umbrella.
Film star Sam Neil was a previous champion of beef, where he appeared in a series of MLA TVCs.
“We found a lack of consumer confidence in preparing a broader range of beef meals was a major limitation to growing beef consumption, particularly among younger families,” said David Thomason, Meat & Livestock Australia’s general manger of marketing. “We also know that people’s current comfortable behaviour patterns needed to be disrupted.”
The MLA has also produced a new publication called Entice, which is available at point of sale at butchers, Woolworths and IGA stores.
Creative team:
| Executive Creative Director: | Warren Brown |
| Art Director: | Jake Rusznyak |
| Copy Writer: | Dennis Koutoulogenis, Richard Morgan |
| Strategic Planner: | Gerry Cyron |
| Agency TV Producer: | Louise Hodgson: |
| Account Management: | Ruth Holt, Jennie Boyd, Alison Tilling |
| Art Buyer: | Basir Salleh |
| Photographer: | Daniel Guerra |
| Food Photographer: | George Seper |
| Stylist: | Amelia McFarlane |
| Food Stylist: | Michele Cranston |
| Print Producer: | Alex MacArthur |
| Director: | Perry Westwood |
| Production Company: | aht |
| Media Planning & Buying: | Universal McCann |
| Client: | David Thomason & Tiana Diep |
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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It works for me. It feels like part of the same family as Sam Kekovich, but not a clone. And the script feels real. Laurie actually seems to mean it – and make me want to try something new. Mind you, he also makes me fancy spag bol too.
And before we get into the same tedious groove as Campaign Brief, no I don’t work for BMF.
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